Product adoption is just as important as the initial purchase. Marketing should help support the efforts of product and customer success so that key customer needs are met, especially when it comes to product education and locating key information.

Customer experiences are what separate great brands apart. Being consistently present and providing value where customers are spending time - across channels, devices, and in-person will reinforce that you care about their initial needs and are committed to their long-term success.

Marketing can play a significant role in driving long-term customer value by leaning into post-sale challenges faced by many customers such as receiving proper training, follow-up and communication.